President Donald Trump has thrown his support behind the introduction of Kei cars, those pint-sized, efficient vehicles wildly popular in Japan and other parts of Asia—potentially revolutionizing the American car market with more affordable and fuel-efficient options. During a recent press conference focused on overhauling fuel economy regulations, Trump announced his directive to ease restrictions, allowing these “cute” minicars to be manufactured and sold stateside.

What Are Kei Cars?

Kei cars, short for “keijidōsha” in Japanese, are a unique category of lightweight vehicles designed to meet strict regulations in Japan. Limited to dimensions no larger than about 11 feet long and 4.8 feet wide, with engines capped at 660 cubic centimeters (cc) and around 64 horsepower, these cars prioritize efficiency, affordability, and urban maneuverability.

They come in various forms, from compact city hatchbacks and vans to quirky pickup trucks and even sports models like mid-engine roadsters. In Japan, they account for roughly one-third of new vehicle sales, thanks to tax incentives and their practicality in crowded cities. However, Kei cars have long been absent from the U.S. market due to stringent federal safety and emissions standards set by the National Highway Traffic Safety Administration (NHTSA). New models don’t comply with American crash-test requirements, and their small size raises concerns about compatibility with larger vehicles like SUVs and trucks on U.S. roads. Enthusiasts have imported older Kei vehicles (over 25 years old) under a legal loophole that exempts them from modern standards, fostering a niche cult following—but these are often limited to off-road or restricted use in some states.

Trump’s interest in Kei cars sparked during a recent Asia trip, where he encountered them in Japan, South Korea, and Malaysia. “They’re very small, they’re really cute,” he said, likening them to the Volkswagen Beetle and praising their affordability. He directed Transportation Secretary Sean Duffy to relax regulations as part of rolling back Biden-era fuel standards, insisting on U.S. production to support “America First” manufacturing.

Policy Details and Implications

The plan involves NHTSA creating a new minicar category with eased safety rules, focusing on domestic builds by companies like Toyota and Honda. This could yield cars under $15,000 with over 50 mpg, ideal for cities, while boosting U.S. jobs. Critics highlight safety risks in mixed traffic, and tariffs may limit imports.

Challenges include adaptation costs and low U.S. demand for small cars, plus potential tariff impacts. Analysts are split on safety vs. affordability benefits, but enthusiasts are excited for easier access to modern Kei models. Trump’s push could diversify U.S. roads with accessible, efficient vehicles, though full implementation details are pending.